Jennifer Dallas is the Head of Digital at RSA Insurance, where her current focus is on delivering ecommerce growth and strategically aligned, customer-centric product developments. However, her passion for all things digital began in the 1980s when she would watch her father code, spend time playing DOS games and by age ten, teach others how to use computers. She has spent the past 15 years honing her skills in the travel and insurance sectors, using her expertise to solve business problems through digital solutions, driving online adoption. Over the last 18 months, Jen and her team have been developing customer facing journeys that put the focus on delivering brilliant basics to drive better user experiences and business performance.